Building a brand in fashion: from Armani to Zara: Mark Tangait

The book presents the history of fashion development and the most famous fashion brands from the beginning of the 19th century to the present day. The reader will learn the details of the life of people who personify Armani and Gucci, Chanel and Prada, Dior and Diesel, Nike and Puma, Adidas and Lacoste, Burberry and Versace, Zara and Zegna (the list can be continued). In a light, witty manner, the author of the book explores the evolution of methods for promoting fashionable brands, technologies for the impact on the consciousness of consumers, the specifics of branding, advertising and marketing in the fashion industry. Having visited along with the author, a famous Parisian journalist, a specialist in the fashion world, Paris and New York, Milan and Hong Kong, London and Tokyo, flushing in fashion shows, visiting chic stores and flea markets, meeting with a huge number of fashion businesses: designers, art director, photographers, fashion models, etc. d., – you will find out how ordinary “rags” turn into coveted objects of money investment, into fabulous things that have almost mystical …

Author
Tangaite Mark
Editor
Dronova Ekaterina
Translator
Lisitsyna A.
Publisher
Alpina Plisher, 2014
Genre
Beauty. Fashion. Style. Etiquette, marketing